Opel is a German automobile manufacturer that prides itself on changing the world through innovations in its products and services. Previously owned by General Motors, the company designs, engineers, manufactures and distributes passenger vehicles, light commercial vehicles, and vehicle parts and together with its British sister brand Vauxhall, they are present in over 50 countries around the world.
Its subsidiary in The Netherlands, Opel NL looked to achieve increased sales but saw competition increase and consumer behavior moving increasingly digital. To combat the changing landscape, it sought help from its agency, ematters, to help drive more digital conversions using Selligent Marketing Cloud. The Customer Experience & CRM teams of Opel NL decided to develop and implement a data-driven, customer-centric, digital marketing strategy. A focus was to gain qualitative leads and nurture those into potential sales contacts for the Opel dealer network.
The challenge was to orchestrate communications across the customer journey using qualitative and behavioral data, bringing together disparate data sources, developing the data model, feeding it with information and including looping mechanisms in order to verify successes derived from the campaign. The brand also needed to connect online data to the dealership network to enhance conversations during the sales process, and inform the individual dealers to the consumers’ preferences
The results were mindblowing. 16% of all Opel NL sales are attributed to the new approach. There was also a 473% growth in identified profiles using Selligent Site behavioral capture and forms.
How did they do it? Opel NL’s success was powered by Selligent Marketing Cloud's:
- Data and omnichannel execution capabilities
- Selligent Site tool to capture behavioral data and personalize the website experience including popovers and forms
- Facebook Connector to export Custom Audiences for retargeting
Check out the video below to hear more detail from Opel on how they achieved a 2-point turn in their strategy to drive a better customer experience and conversions, with the help of ematters and Selligent Marketing Cloud.
To request a demo of Selligent Marketing Cloud, contact us.